1Adobe Advertising Cloud DSP | Features powered by Adobe Sensei

Adobe Advertising Cloud DSP features powered by Adobe Sensei

Many of Advertising Cloud DSP’s most critical features are

powered by Adobe Sensei, Adobe’s artificial intelligence and

machine learning technology. Adobe Sensei conducts deep

analysis that reveals mission-critical, actionable insights from

your data to give you the power to make an impact on your

digital advertising strategy in real time. Advertising Cloud DSP

features powered by Adobe Sensei include:

• Performance Optimization

• Viewability Optimization

• TV Planning

Performance Optimization How do you get the best bang for your advertising buck? Digital

advertising managers face this question every day. When managing

ad spend across multiple ad packages and campaigns, it’s easy

to get lost in the weeds, as you’re manually optimizing hundreds

of tactics and tediously adjusting bids and targeting parameters.

Moreover, it’s hard to even know whether your efforts really help

drive your package KPIs and thereby achieve your campaign goals.

Performance Optimization, powered by Adobe Sensei, applies

machine learning to the problem to offer you predictive models

that help you determine where to place your ad dollars.

Adobe Advertising Cloud DSP, Adobe’s omnichannel demand-side platform for ad management, is the

most comprehensive, agnostic platform for managing and delivering advertising experiences across most

media touchpoints. Advertising Cloud DSP enables you to buy ads across all screens and formats while

giving you intelligent tools to make the right ad-buying decisions and optimize your return on ad spend.

Performance Optimization looks through all your past advertising

performance data and links auctions and ad placements to the

resulting behavior of your users. It builds this analysis across

millions of records to derive a powerful picture of ad effectiveness.

The feature goes beyond this, though, to allow you to assign

values to user interactions: a simple hit on a page may be worth

a few cents, while a new subscription might be worth $100 or

more. Then, Performance Optimization uses the values assigned

to user actions to weight each type of response and applies that

knowledge to its picture of ad effectiveness—building up to

2Adobe Advertising Cloud DSP | Features powered by Adobe Sensei

thousands of experimental models, each tailored to an advertiser,

campaign, and package—to predict ad performance. It then

evaluates those models’ accuracy to select a winning strategy.

The result is a number of personalized, package-specific predictive

models that will work to optimize towards a maximum return on

ad spend. The results of the models are then fed into a flexible

optimization algorithm that can take into account your different

objectives on different campaigns to optimize your ad budget

across all of them. Your ad bids become dynamic and adjust

in real time to take into account how valuable each incoming

request is likely to be. Finally, Performance Optimization operates

continually, taking new data into account as it comes in to refine

the model based on your latest ad performance data. With

Performance Optimization, you can automatically allocate your

ad budget and be sure to meet your KPIs.

Viewability Optimization Viewability Optimization, powered by Adobe Sensei, helps you

meet your ad viewability goals as measured by a selected

viewability rate or viewable CPM. Viewability Optimization

adjusts its models for viewability prediction depending on the

third-party measurement provider you choose, taking into

account your contracts and needs. Just as with Performance

Optimization, Viewability Optimization works across the huge

data sets available in the Adobe Cloud to develop predictive

models for ideal ad bidding strategies that maximize viewability

rate or minimize viewable impression cost. Adobe Sensei also

takes into account bid pacing, automatically adjusting bid prices

over time to meet changing market conditions and enabling digital

marketers to balance the need for meeting impression goals and

the pace of ad spending to maximize ROAS.

TV Planning TV advertising planning, as currently practiced, is simply based on

previous performance. The current method takes the viewership

from last year to make predictions about where targeted viewers

will watch this year. This index-based, same-time-last-year

technique is common practice in the industry, but frustratingly

inaccurate. TV Planning, powered by Adobe Sensei, uses machine

learning to go beyond this traditional guesswork to create linear

national TV plans that are more likely to deliver target audiences

when measured against Nielsen ratings.

TV Planning uses a recurrent neural network to create and run

long- and short-term memory models based on the TV viewing

history of each member of the full Nielsen panel. The models

are able to predict where these audiences will be in the future

to generate linear national TV plans. Advertisers can confidently

select the ad inventory best suited to deliver the impressions they

want from the audiences they’re targeting, which enables them to

optimize their ad spend and gives consumers ads that are more

relevant to their interests.

Conclusion Adobe Advertising Cloud DSP leverages the power of Adobe

Sensei to leapfrog your ad performance. Use Performance

Optimization to discover how best to allocate your advertising

dollars. Maximize your ad viewability with Viewability

Optimization. And plan your TV ad buys with accuracy and

confidence through TV Planning. These Adobe Sensei-powered

tools let you see the big picture, make targeted decisions, and

execute your ad strategies across all media.